A closer look
Indigenous Rights and Justice
Building an identity under cultural guidance.
The Indigenous Rights and Justice brandmark.
THE BRIEF
The Canadian Labour Congress needed an identity for its Indigenous Rights and Justice work. Developing the identity required cultural guidance to inform how references were understood and used.
Photography used within the campaign’s visual identity.
WORKING UNDER GUIDANCE
I created the logomark and identity under the guidance of the Anti-Racism and Human Rights Department. Their guidance shaped my understanding of the medicine wheel and the cultural considerations involved in developing the mark.
Visual language developed for the campaign illustrations. Safe drinking water, one of the issues presented in the materials.
THE IDENTITY IN USE
The identity appeared across campaign materials, including the booklet for the 2019 Indigenous Lobby Day. A consistent visual language connected the materials while giving the campaign’s information a clear structure.
The booklet for the Indigenous Lobby Day.
Thank you
Mohamed Thiam
Brand & Creative Direction
Vicky Smallman
Project Director, CLC
